Many neighbourhoods in Peru have been forgotten, neglected and are associated with crime and insecurity. That is why Cristal, the beer that neighbourhoods in Peru most identify with, made an attempt to change this reality by promoting one of the richest cultural expressions: urban art. Walls in the most affected neighbourhoods were painted with art and positive messages about the benefits of living in community and being part of a neighbourhood. This was how the brand managed to foster its values related to life in community and turn the neighbourhoods into friendlier places.

The neighbourhoods most affected by insecurity and neglect were chosen. Simultaneously, the best representatives of Peruvian urban art were contacted. With their collaboration, four murals were proposed which represented four positive messages about life in community and in the hood. It took one week long to paint the walls of the neighbourhoods. Once the murals were ready, they were used as the art that the whole graphic campaign for the brand would be based on, shown on billboards and screens all around Peru.

We regained market share.

After having fallen down to 35%, we are now at 38% and rising.

Brand affinity has increased from 8.5 (last quarter in 2015) to 11 (2016).

Brand consideration went up from 91 to 96 points (last quarter in 2015 v. 2016).